Archipelago Region Pack Background and objectives
What are the coast and archipelago region’s key selling points which we want tourists to understand?
❖ Island hopping and islands ❖ Lighthouses ❖ Wooden towns ❖ Iron villages
What is the focus for 2020?
❖ Main markets to focus on are Germany and the UK ❖ In the UK, aim is to promote camping/glamping, cottages and city breaks, with a strong summer/early autumn focus ❖ In Germany, promote seasonal themes from May-Dec, such as harvesting, events and Christmas villages Awareness and consideration of the Coast and Archipelago Region
4 Awareness in the two key markets (UK and DE) is similar in terms of having at least a fair amount of knowledge. Germany has significantly more claiming to have only a little knowledge too
Awareness of the Coast and Archipelago Region
43% 33% 50% 45% 27% 18% 24% 44% 31% 23% 33% 10% 18% 14% 11% 11% 8% 10% 6% 10% 5% 6% 3% 3% 6% 3% 8%
Italy Russia China Germany Spain Japan UK France US
Q16. REGION AWARENESS How much do you feel you know about each of these regions in Finland as tourist destinations? Please select one answer for each region In terms of considering the costal area as a holiday destination, the UK market is the strongest. The Asian markets lag quite far behind
Consideration of the Coast and Archipelago Region – Total Sample
44% 35% 33% 35% 34% 27% 25% 17% 13%
Italy Russia China Germany Spain Japan UK France US
Q17. REGION CONSIDERATION If you were going on holiday to Finland, which of the following regions would you consider visiting? Conversion from Finland considerer to considerer of the region is noticeably lower for Germany than the UK. US travellers see the best conversion for this region
Consideration of Coast and Archipelago –Total sample
Consider Finland
Conversion 53% 56% 57% 53% 63% 48% 66% 56% 76%
Consider Coast & Archipelago
Italy Russia China Germany Spain Japan UK France US
Q17. REGION CONSIDERATION If you were going on holiday to Finland, which of the following regions would you consider visiting? Profile of those considering the coast and archipelago as a holiday destination
❖ Consideration of the coastal region is higher among those aged 25 and over
❖ There are similar levels of consideration between men and women
❖ Those who travel more with family are more likely to consider visiting the region
❖ We see higher consideration amongst those that prefer country holidays, cruises, in region tours and outdoor holidays in the summer Perceptions of the Coast and Archipelago region
9 Landscapes and beauty come to mind in the UK and French markets when thinking of the Finnish coast. In the UK we see many mentions of the islands too
Spontaneous Associations – Coast and Archipelago
United “Unique landscapes, authentic, preserved” France “Many small low lying islands, summer cottages, ferries” Kingdom
Helsinki
“Boating and sailing across “Cold sea, fishing boats, colourful houses” to new islands, clean air”
“Baltic sea with many small uninhabited islands ... summer nature is green and abundant wildlife. superb sailing route.” “Miles of glorious coastline with hundreds of islands. Lots of possible exploring to do and loads of beautiful scenery to look at.”
Q19. REGION IMAGE ASSOCIATIONS Please take a few moments to think about the
Spontaneous Associations – Coast and Archipelago
“Islands and interesting landscapes, lush nature” Italy “Clean and unspoiled Germany nature”
“Lovely views, places of maximum unspoiled nature relaxation” “Countless small islands off the “Beautiful houses on the coast, sailing boats, fresh fish, fresh sea air, beautiful “Cold but beautiful landscapes” coast of Finland” nature”
Q19. REGION IMAGE ASSOCIATIONS Please take a few moments to think about the
Spontaneous Associations – Coast and Archipelago
“Isolated islands accessible by boat, unique “I imagine some incredible wildlife” Spain US scenery, but it must be a little cold”
“I think of small island with “Enchanting islands, nature, quaint little homes and colours” “Wild nature. Loneliness. friendly people” Union with nature” “Its beautiful natural landscape, great to breath fresh air and be in contact with nature.”
Q19. REGION IMAGE ASSOCIATIONS Please take a few moments to think about the
Spontaneous Associations – Coast and Archipelago
Japan “Beautiful coastline, numerous China islands”
“Long coastline, you can boat out to sea”
“Scenery, coast and islands to enjoy the “The beauty of the slow life, artisan village” “Unique and attractive nature and scenery” landscape.”
Q19. REGION IMAGE ASSOCIATIONS Please take a few moments to think about the
Spontaneous Associations – Coast and Archipelago
Russia
“Picturesque islands and landscapes” “Ecology, fishing, solitude, berries”
“The Baltic coast and the islands. The rugged coastline, numerous islands, with toy-like cottages. “The natural beauty, tranquillity, Boats, fishing, fog...” peace”
Q19. REGION IMAGE ASSOCIATIONS Please take a few moments to think about the
15 Summary and Final Thoughts
• Awareness in the two key markets (UK and DE) is similar in terms of having at least a fair amount of knowledge. Germany have significantly more claiming to have only a little knowledge too
• In terms of considering the region as a holiday destination, UK outperform Germany (and the rest of the markets) with the highest consideration to visit. For those considering a holiday to Finland however, the coastal region does not seem to be the first choice of destination. Conversion rates from overall Finland considerer to region considerer is lower for the Cost and Archipelago region than Finland's other regions. Further push on what the region has to offer is needed
• Common associations with the region, across markets, are of nature, beauty and the islands. Possibly some misattribution with other Nordic countries in some markets – particularly Japan – with associations around fjords and cruises. Further highlighting the lack of knowledge and need for specific comms on what the region has to offer
• The 2020 goals for areas to promote in the UK and Germany are not currently top to mind in either market so will require investment to get across
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